How Gatineau increased Klaviyo email campaign returning revenue by 12% with Relo Omniblock

Increase in returning Campaign Revenue
Increase Campaign CTR
New call-to-action

About Gatineau:

Gatineau are a true pioneer in the skincare industry. Starting way back in 1932 by visionary Beauty Therapist, Madame Jeanne Gatineau by opeing her first salon and immediately starting to develop her own skincare products to accompany her avant-garde treatment techniques.

Jeanne Gatineau collaborated with experienced dermatologists and biochemists and quickly became renowned with in the world of skin care, culminating 18 years later wit the opening of The Jeanne Gatineau School of Beauty opened in Paris in 1950.

From there, the demand for Gatineau’s unique and innovative expertise led to the manufacture of products for home use and Gatineau, as we know it today, was born. Gatineau now has global distribution and a holistic range of skincare products focusing on powerful formulations that combine natural ingredients with cutting edge biotechnology that help deliver immediate and long lasting results.

The problem:

Gatineau were struggling to increase revenue from their bi-weekly campaigns as open and click rates decreased. They didn’t want to send more frequently, as this could have an adverse effect over time on customer experience despite initial bumps.

A key area that could have an impact here was to personalize the campaign content based on a customer prior experience with the brand. For example, to display their previously purchased products, and other recommendations that align with their unique journey with Gatineau. However, to create this at scale at a campaign cadence that Gatineau wanted to execute, would require extensive data science resources that weren't available.

“We needed some help encourage repeat purchases in our campaigns! It's really important for us to keep building a loyal customer base that returns."

Robin Henderson, Head of Digital at Gatineau, commenting on the problems faced prior to Relo.

How Gatineau solved this using Relo:

Gatineau used Relo’s customer predictions to surface contextualized offers for their customers within their campaigns to increase conversion. Here's how it works:

1. Firstly, Relo syncs Shopify order history to build understanding of customer purchasing habits.

2. Next, Relo seamlessly creates predictions for whether customers are ready to reorder, to try a new product, or to start a subscription over the next 30-days.

3. Relo syncs that data to Klaviyo dynamically, so you have the data at your fingertips automatically to send personalized email and SMS comms.

4. Lastly, Relo converts any customers that engage with a prediction email or SMS with an optimized mobile-first cart, called the Magic Cart.

Let's dive into each element and how this worked for Gatineau.

Firstly, Gatineau synced Relo to their Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions were built on a per customer basis, taking into account the product each customer ordered previously, the amount of product order, the number of orders they’ve had previously and any seasonality changes. Here are examples of anonymised predictions for customers that are ready to reorder. Gatineau were able to toggle on the left-hand side between customers that were ready to reorder, to try a new product (Cross-Sell) or start a subscription (Subscription Converter):

Once Gatineau had those customer predicts, Relo makes it really easy to action them by syncing the data to Klaviyo. This can either happen as a dynamic trigger for a flow, or via the Omniblock feature in campaigns. The Omniblock is a Universal Content block that is dragged into each campaign to display dynamic offers to each customer. Here's a campaign draft from Gatineau:

If we go ahead and preview the campaign draft as a specific customer, you'll see the Omniblock now displays a dynamic offer depending on whether Relo thinks the customer is ready to reorder, to try a new product, or start a subscription:

“Relo really helps by putting retention blocks into our campaigns to assist with retention and bringing those customers back. It makes it easy because the blocks automatic and I don’t need to keep changing the settings."

Robin Henderson, Head of Digital, Gatineau

Lastly, Gatineau added Relo’s unique Magic Cart Feature to reduce all friction for a customer to purchase once they have clicked on the campaign CTA above. Magic Cart is a hyper-optimized mobile-first landing page that is personalized to each individual customer and included in the CTA of each email or SMS prediction sent (example above). Magic cart is:

1. Mobile first
2. Pre-loaded with the customers last order
3. Personalized with add-on product recommendations
4. Connected to a pre-loaded Shopify checkout.
5. Customized in a few clicks to your brand

Here’s an example of a Magic Cart from a Gatineau customer Louise, including their previous order, new product recommendations, and a link to checkout in 2 clicks: 

Here's Robin Henderson, Head of Digital at Gatineau, commenting on the what they've experience by working with Relo:

“The Relo team are always willing to help out and get more out of the tool!."

The impact

By adding Relo Omniblock to all of their campaigns, Gatineau were able to increase their campaign returning revenue by 15%. This addition allowed Gatineau to keep their campaign revenue high whilst still delivering a great customer and brand experience. Here are the main results for Gatineau:

  • 12% increase in Campaign returning revenue
  • 17% increase in Campaign CTR
  • 8x ROI

New call-to-action
New call-to-action